China’s Moutai forms partnership with Dove to launch boozy chocolate
Published: Sep 14, 2023 02:48 PM Updated: Sep 14, 2023 02:43 PM
Counter of Moutai Photo: CFP

Counter of Moutai Photo: CFP

China’s luxury liquor-maker Kweichow Moutai has formed a partnership with Mars Wrigley's Dove brand to launch alcohol-infused chocolates, starting from Saturday. The companies announced the cooperation on their social media accounts on Thursday.

A hashtag linked to the collaboration had leapt to the top of the trending topics list on Weibo with over 150 million views and 120 million discussions as of Thursday noon.

The product will be made using high-quality chocolate and 53-percent Vol Moutai, BJNEWs reported.

Photos posted by netizens reveal that the new product will be on sale on from Saturday. The collaboration involves two flavors of products in four different sizes. The price for a 12-piece box will be 179 yuan ($24.60) while a 2-piece box is priced at 39 yuan, according to the report from BJNEWS.

The new collaboration marks another attempt by Moutai to win over younger consumers after launching new products including alcohol-infused latte in collaboration with Luckin Coffee in addition to a previously launched Moutai ice-cream.

Ding Xiongjun, chairman of Kweichow Moutai said that the collaboration between Moutai and Luckin Coffee had generated the sale of 5.42 million cups of alcohol-infused latte coffee so far, with sales exceeding 100 million yuan the first day the product was available. 

Maotai liquor attained business revenue of 107.8 billion yuan in 2022, making it the only single product in the global liquor industry to reach the hundred-billion cap level, Ding said.